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With more than 60,000 copies sold, this amazing manual has become a classic in its field--and rightfully so. Nowhere else will you find--in one book--so much valuable information on achieving success in the mail order business. Dr. Bill Cohen has drawn on his…

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An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the…

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" Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value and how to…

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Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to…

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Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under…

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$94.95

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Fowles asserts that the appeals of mass advertising reflect the motivational state of the targeted audience and that these motivational states anticipate socio-cultural change. Using advertising of 1950, 1960, and 1970, Fowles determined that the unsatisfied…

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Perry traces and analyzes the evolution of U.S. international trade intermediaries (ITIs) who perform a variety of functions essential to international trade on behalf of manufacturers unable or unwilling to assume them. This volume provides previously…

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Mikhail Gorbachev was a major force at the center of political change in the latter half of the 20th century. His emphasis on the spoken word and the visual image was so pronounced that the character of the reform program he introduced became both a reflection…

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This book reflects upon and critiques the potential of citizen-consumer's to alter their natural consuming habits and to "shop ethically, 'care for the environment' and 'think glocally'" so as to reduce environmental harm. The author argues that our present…

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"Small Store Survival should challenge retailers' views of small store retailing by questioning key areas of business. What is the vision for the store in 10 years? How have the customers changed over the past few years? How current are the managers about what…